Netflix changes tune, says it “will never outgrow the fight for net neutrality.”

Netflix is now planning to participate in the "Internet-Wide Day of Action to Save Net Neutrality” on July 12, protest organizers said today.

While major Web companies like Amazon and Reddit were on board from the get-go, Netflix seemed to have dropped out of the fight to preserve net neutrality rules. Recently, Netflix CEO Reed Hastings said that net neutrality rules have become less important to Netflix because "we're big enough to get the deals we want," and the time has come for smaller companies to lead the way.

Online video providers are among the biggest beneficiaries of net neutrality rules, as Internet providers might otherwise try to restrict access to video services that compete against their cable TV packages. Netflix is the most popular video streaming service in the US and was one of the most prominent advocates for net neutrality rules before the FCC imposed the regulations in February 2015.

On the July 12 Day of Action, participating websites are expected to display prominent messages about FCC Chairman Ajit Pai's plan to gut net neutrality rules. Sites are also expected to provide visitors with tools to contact Congress and the FCC. When contacted by Ars today, Netflix said it does not yet have specific details to share about its plans for July 12.

"We support strong net neutrality protections, even if we are at less risk because of our popularity," a Netflix spokesperson told Ars. "There are other companies for whom this is a bigger issue, and we're joining this day of action to ensure the next Netflix has a fair shot to go the distance."

In 2014, Netflix participated in the "Internet slowdown," a similar protest in which sites displayed symbolic "loading" symbols along with a message asking visitors to support net neutrality rules.

The protest is being organized by advocacy groups Fight for the Future, Free Press, and Demand Progress. The groups say that thousands of websites have decided to join, with notable participants including OkCupid, Mozilla, Etsy, Kickstarter, Vimeo, and PornHub.

"Massive online mobilization got us the strong net neutrality protections that we have now, and we intend to fight tooth-and-nail to defend them," Fight for the Future Campaign Director Evan Greer said in the announcement that Netflix is joining the protest.